How to plan website activities in November, the peak season for e-commerce?

If someone asked you how to increase sales of an e-commerce website, how would you answer? Some people would say that the product quality should be good, the price should be low, and the cost-effectiveness should be high; some people would say that a good shopping process should be established; some might say that the performance of the website should be optimized; some people would say that the customer experience should be improved, and so on. Different people have different views on sales growth, and what is said above is all correct.

However, since November is the busiest month for e-commerce, there are large-scale shopping and Singles Day events in China such as 11.11, and shopping carnivals such as Black Friday and Cyber ​​Monday abroad. The end of the year is approaching. Whether it is to boost company performance or to get more New Year bonuses, e-commerce websites will undoubtedly have to seize these major shopping festivals in November. So, how do you seize these major shopping festivals? Running a good campaign will definitely take website sales to the next level!

First of all, as we all know, work is not the most tiring thing. The most tiring thing is the communication between people and between departments. However, a large-scale event cannot be done without the support of various departments. Therefore, we need to have our own set of activity processes to grasp the time points to connect with various departments, improve efficiency and save our own time.

Now let's get into the topic. How should a good website activity be prepared from the beginning to the end? What should we prepare and what steps should we follow? Still the same old rules, post a picture first and then talk.

Different companies may have slight differences in departmental divisions, personnel, etc., so please refer to it as appropriate.

1. Activity operation requires preliminary research to confirm the activity theme

Usually, websites always have to think of a gimmick when organizing an event. Promotions without any reason will not make customers believe that you are really doing a promotion. Therefore, preliminary research is required before organizing an event.

• You can use some data source websites such as Baidu Index and Google Trends to check recent hot search terms, popular trends, and the website status reflected by the website's recent data statistics, so as to grasp the changes in the website in a timely manner and actively respond (for example, when Halloween is coming, should you hold a Halloween event and integrate related products into an event page).
• Make it clear what the theme of the event is, whether it is a festival, the latest popular element, or a hot product on the website, whether it is to attract new customers , clear out stock, or boost sales, etc. (Be sure to be targeted and organize activities according to the goals).

2. The operator (event operation + website operation) has a preliminary idea of ​​the event

• Initially conceive the plan for the activity, then improve the details and plan the corresponding resources and departmental coordination.
• Confirm the launch time of the event, which should be divided into several stages, including the preheating time, the official launch time, and the return time.
• Determine the products, categories and sections participating in the event based on the theme of the event.
• Confirm what kind of marketing methods the event will adopt, what kind of coupons will be given, whether it is a full-scale discount or a direct discount, a percentage or a specific amount, a direct discount or buy X get 1 free, free shipping or limited quantity, there are many kinds of e-commerce promotion methods, I will not go into details here.
• Expected results (sales growth, category exposure, active customers, conversion rate , etc., depending on the specific situation).

3. Category Operation: Select the activity category

When selecting products, you should pay attention to the following dimensions:

• In line with the theme, according to the data and promotion plan, select the categories of activities to participate in and determine the activity sections.
• Whether the product style is complete and matched.
• Listing time, recent sales volume, and the combination of hot-selling products and new products.
• Is the price range reasonable?
• Do you need to consider inventory issues? If you do, is there any pressure in returning goods?

4. The operator determines the price, the copywriting , and creates a mockup of the event page

• Based on the product plan given by the category operation and the nature of the activity, confirm the intensity of the activity and decide the product profit ratio and price during the final activity. It is recommended that large-scale activities record the activity products and prices in a table, check them in real time, ensure price stability, and ensure advertising effectiveness.
• Confirm the event copy based on the characteristics of the event, promotional methods, event products, prices, etc.
• Consult SEO and obtain relevant SEO information for the event so that it can be added to the event page after the event goes online.
• Templated activities: Choose an effective template, clarify the key points of product and activity information display, and directly put forward design requirements (including banners for different platforms, activity pages, and advertisements required for promotion, all of which are needed together, in many sizes).
• Non-templated activities: Based on templated activities, not only the page layout needs to be designed, but also the new functions need to be prototyped and submitted to PM.
• Plan the deadlines for all aspects before the launch of the activity so as to strictly track the progress and ensure it is launched on time.
• Notify the promotion department to make promotion plans in advance, reserve advertising space or conduct preheating, etc. There are many types of promotion channels , and the specific promotion plan depends on the company and channel .
• After the internal test is completed, prepare a document containing activity descriptions and function descriptions in advance and give it to the customer service department to facilitate customer service to promptly answer questions from customers.
• Key points:

Time must be managed well, because the operator and the designer may not always agree on the draft when they review it. Everyone has different appreciation. Often, due to the design draft, they are forced to use a decent event design because of time constraints or insufficient time to design a design draft that satisfies the operator. Such an event may not be effective, most likely because there is not enough time for the designer to find materials, communicate with the operator, understand the event details, etc. You must reserve time for reviewing the draft so that you have time.

The same goes for functional requirements. Testing sometimes takes a long time and activity functions cannot be launched in time, while the advertising gimmicks have already been released, wasting advertising budget. At the same time, many customers wait in vain, which will also affect their reputation.

5. The operator maintains activities and tracks results after going online

• After the activity is launched, the price and status of the activity products need to be monitored to avoid product removal and profit ratio adjustment due to misoperation or other reasons.
• Update or replace promotional products based on the results. Increase the quantity of good products, enrich promotional methods, and intensify promotion. Bad products should be removed in time to avoid wasting your opportunity costs.
• Effect tracking: Evaluate and summarize the expected effects and actual data, which can be used as a strategic reference for subsequent activities.

Welcome to discuss and chat. I have been working overtime too much recently, twelve or thirteen hours a day, which makes my brain a little confused. Please let me know if there is anything wrong. Thank you.

I also wish you all great sales in November! ! !